Device for displaying interchangeable advertisements



Nov. 3, 1931. G. A. KLEIN 1,830,031/

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Patented Nov. 3, 1931 GERHARD A. KLEIN, F LOS ANGELES CALIFORNIA DEVICE FOR DISPLAYING INTEEGIIANGEABLE ADVERTISEMENTS Application filed May 14, 1929. Serial No. 362,999.

This invention relates toimprovements in advertising and memento devices and has for its object to provide a simple, eiicient and inexpensive device for displaying advertisements, announcements and the like in an effective manner.

One object of my invention is to provide a form of display device wherein the product or item of merchandise or any other item "lo permanently printed in a conspicuous place on the device may have associated movably therewith the name of the advertiser or brand of goods to the end that the movable part of the display device may serve not only to point out the fact that there is a shortage on hand ot' any particular item listed or classified on the display device, but the additional fact that the particular advertiser makes the product sought to be purchased E0 so that at the time the householder or other person is in a buying Ainood the suggestion to buy from the particular advertiser whose name is associated with the article needed will be made strong enough as can be thru advertising publicity.

Another object of this invention 'isto display not only the name oia the advertiser, but also a` slogan associated with the article of merchandise in question and for this reason one or more of the advertising indicia bearing elements are made movable from hidden to open display'position whenever it is desired te point out the fact that an item is to be replenished in stock and it is desirable to display the maker of the goods needed. i

Vith thev above and other objects vin view my invention consists'in the arrangement, combination and details of construction disclosed in the drawingsand specification, and then more particularly pointed out in the appended claims. Y

'In the drawings, wherein similar reference characters designate similaraparts through- 5 out the respective views,

Figure 1 is a vertical side elevation of my invention, l 1 Figure 2 is a top plan view thereof,

Figure 3 shows a name Vor sign plate with Zo its hinge,

Figure l is a fragmental side elevation showing some name plates,

Figure 5 is a side elevation name plate, l

Figure 6 is a view similar to Figure 5 with 55. the advertisement changed,

Figure is a fragmental detail view of a guide for slidably receiving a ticket,

Figure '7a shows a group of two views, showing opposite sides of ya single name zo.. plate, s

Figure 8 is a side View of a modified name or sign plate, v

Figure 9 is a view similar to Figure 8 but showing the advertisement changed, C5

Figure l0 is a side elevation of a ticket or slidable panel,

Figure 11 is another side elevation of an elongated slidable panel,

vFigure 12 is a sideview of astill further modified form of a sign plate,

Figure 13 is a. View similar to Figure 12 but showing the sign changed,

Figure 14 is a side elevation of a name plate,

Figure 15 is av side view of another form of sign plate, y i

Figure 16 is a view similar to Figure 15 but showing the panels in extended position,

Figure 1i' shows a group of three figures, i

of a single `showin@` successively the si n late ro oer a section thru one ,end and guide, and a section thru another portion and guide.

In the drawings, which are merely illustrative of my invention 10 designates a panel board or display board or backing having a legend as Grocery reminders printed at the upper end thereof. Therebelow follows two vertical groups of columns of advertising signs, arrangedin a consecutive classiiied series, of separate sets of advertising items, of which the item printed at the right of each set oi horizontally alining columns designates the naine of the food article and the item remaining in the set to the left designates the n ame of the maker or advertiser of the given item. Y

Thus at the right vertical column at 17 appear the names of consecutive items of food or' merchandise and to the left thereof appears the name of the advertiser as at 15. It should be noted that one side or' each of a series of sign panels preferably made of metal is printed the name of the maker in black against a white background, or colorless background as at 2() on the side 13 of this plate; while the opposite side 13a is painted with a conspicuous distinguishing color say red; on the uncolored side the name of the article appears as at 18, while on the colored side the name of the brand ot goods or of the advertiser clearly appears in display. It is predetermined that all items perni-anently printed on the right column directly on the panel board 10 will be covered by a sign plate to cover them and to conceal their.; and as the side of the plate exposed to view then contains the name oit' the item or article of food or merchandise, the saine leO'end thus appears. New on the lett side ot the same panel board 1() appears the permanently in scribed name or" the maker or advertiser of this item or article7 so that an ad can be read at all times first containing name ot' advertiser and then product put out by him. Each sign plate has a hinge collar 11 einbracing a guide post 1G secured at its upper and lower ends let operativelyv to the panel board 1() a spring 15 being used it' desired to press all the collars together to afford spring resistance to the swinging movement of the individual naine plates. lith the naine of article items on the right all covered up the significance of this arrangement is this; no itemsare needed for replenishing stocks. Thenever it is to be essential to remind the householder or the like that there is a shortage or' any material or item listed on the panel board, all it is necessary to do is to swing the sign plate to position to overlie and conceal the name ot' the maker of the article in question as it appears printed on the panel board and thereupon the colored side or tace of the sign plate is now exposed to view with the result that the naine of the maker is now expos/edito display position in red color; and this denotes as by a red signal that the item mentioned and now uncovered to the lett of the name or sign plate is needed and should be repurchased, but the red color displayed brings to mind the naine of the advertiser conspicuously.

Another form of my invention consists in providing each sign plate with a guide section, so that the one half 23 of the sign plate has the name of the advertiser printed on it as at 22 on colored background 2st, while the other halt of a double-wall construction 23, 19 to slidably receive and house the ticket or slip 24a, the naine ot an article of food or merchandise heilig printed upon the display face 2() of this guide. Ordinarily when the slip 24a is projected out of the guide 28, 1S) it covers the colored background and its advertiser-legend 22, and replaces the same with the same name printed at 25 upon the slip, and now the full advertisement appears printed, but the signal is not used to denote a shortage of the itcni printed on the guide. Now by pushing the slip 24Ml into the guide to uncover the colored background 24:, then the full significance of the ad is had again. but this time the colored background signals the tact that there is a shortage oi the item printed at 20 and brings to light the :tact that the advertiser puts out for sale this particular item; hence the advertising indicia is enhanced in value.

Another form of the invention just described consists oif the main sign plate formed with the double-wall guide 26 intermediate its ends receiving ticket or slip Izl-l ol a length to not only extend thru this `guide but also to extend in either guide at the end ot the sign plate, the last two guides being formed by pressing out of the sign plate upper and lower guide iianges 32, 33, and 32a, 33a respectively so as to expose the legends between these flanges alternately. A handle 36 is provided at one end of the ticket or slip At 27 is permanently printed the naine ot an article of merchandise on the guide 2G: at 29 is printed the name of the advertiser proper, it desired; this legend 2S) appears in a colored background 28; again a slogan 31 is printed at the other end of the guide in a colored background 30. At the end ot' the ticket opposite to the place where the handle 36 is found is located a stop lug 3T which serves as a stop limit-ing the ticket or slip in its slidable movement.

The ticket 34 carries two advertising imprints; at 35 is printed some advertising legends. lVhen the ticket is partially concealed in the guide 26, the colored part $3( of the ticket reveals the slogan 31 next to the naine of the article advertised upon the display face of the guide 2G; while the legend appearing at 29 on the sign plate identities the name of the advertiser both with the article sold and with the slogan printed. lVlien the ticket is drawn out ot' the guide it covers the legend 29, and now the advertiement legend 35 is exposed from the ticket. and the now uncovered advertising legend 3S of the sign plate is displayed conspicuously to view.

A still further modification ot the invention now described is concerned with the arrangement of parts exactly as shown in point of physical construction in Figures 8 and 9 but diders in the advertising imprefisiveness created. The difference is simply this; one halt of the ticket is white and the other halt is colored and this is true likewise of the end legend-bearing parts of the sign plate.

In Figures 14, 15 and 16 the construction of sign plate or display plate is such that the central portion is of two-walled formation providing the guide portion 2G but instead of single ticket 34 being movably and slidably lodged in this guide portion two tickets of a length slightly greater than the guide portion 26 are provided, designated 41, 42 ,and each may bear the imprint of an advertisement or memento indicia; the terminal portions flanking the guide portion 26 may be calibrated as at 38, 39 respectively for the purpose of specifying any item of merchandise to be conveniently inventoried; by the simple act of sliding the two tickets out of the guides, and extending them so as to overlie any of the calibrated items the desired information may be conveyed in timely manner to those interested.

From the foregoing it will be seen that I have provided an efficient device for changing the advertisement of any maker of Inerchandise, Where color helps in making the display of advertising effective. I do not mean to limit myself to the exact details of construction shown but cover all changes falling Within the scope of the appended claims.

lll/That I claim and seek protection on is as follows:

l. In a device as described the combination of a plate having one half of its length formed into a casing open medially of the plate, the other half thereof being colored, there being an inscription upon the outer face of the casing, and another inscription upon the colored part thereof, and a panel having an uncolored outer face bearing an inscription, said panel being enclosed and concealed in said casing but being slidable thereout so as to cover the colored plate part and reveal in advance of and in line With the casing its own inscription.

2. A sign display device consisting of an elongated plate formed at one end with a guide, the outer face of the plate, to one side of the guide bearing an advertising inscription, the outer face of the guide also bearing an advertising inscription, and a slidable strip movable into a concealed relation into the guide so as to be hidden from obstructing vievvv relatively to the first inscription, the outer face of the movable strip also bearing a colored advertising inscription, said strip designed to move out of the guide to cover the inscription on the plate to one side of the guide and reveal its own inscription.

In Witness whereof he has hereunder set his hand this 29 day of April, 1929.

GERHARD A. KLEIN. 

